A system, method and computer program product for dynamically measuring attributes of objects rendered and/or referenced by an executing software application without having to change and recompile the original application code. The system includes a staging environment that monitors the execution of the application and indexes items of graphical and/or audio information generated by the application into a first database. A second database is populated with one or more business rules, wherein each business rule is associated with one or more of the indexed objects. The system further includes a run-time environment that identifies items of graphics and/or audio information as they are generated by the application during run-time, uses the second database to determine if an identified item is associated with a business rule, and, responsive to a determination that an identified item is associated with a business rule, measures the object and its related attributes.